Mondelez introduces India's first aerated chocolate

Sensing the growing demand in the premium segment, Mondelez India has added the aerated chocolate Bubbly, under the Cadbury Dairy Milk Silk portfolio.

Bubbly claims to be made up of soft and round chocolate bubbles on the outside and inside melt in the mouth for a smoother, lighter and creamier eat experience.

Speaking on the launch of Cadbury Dairy Milk Silk Bubbly, Prashant Peres, Director - Marketing (Chocolates), Mondelez India, said, “We are really excited to launch India’s first aerated chocolate – Bubbly, as part of the Silk portfolio."

He added, "What’s special about Silk Bubbly is its unique product format with Bubbles on the outside and Bubbles on the inside, which melt in your mouth to give you a light yet indulgent Silk experience."

He also said, "As category leaders we see a market making opportunity with Bubbly, which has been a huge success for Cadbury Dairy Milk in many other countries and from research we know that Indian consumers will love it as well."

Prashant said, "The next few years will be exciting for us especially with India's chocolate market poised to be one of the fastest in the world. We see this as a huge opportunity to expand our chocolate footprint within the country.”

The launch of Cadbury Dairy Milk Silk Bubbly will be supported by a 360-degree communication campaign that includes a new TVC1, as well as outdoor & digital campaigns targeting the brands core target audience i.e. youth.

On-ground activations at point of sale and sampling modern trade outlets will also be part of the campaign to drive awareness for the product.

Cadbury Dairy Milk Silk Bubbly, which is India’s first aerated chocolate is manufactured using the Mondelez’s innovative Aerimelt Technology. Priced at Rs. 70 and Rs. 160,